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Abstract
This study aims to look into words relevant to how our brands are expressed and recognized in big data. It chooses myth-motif brands of the world's top 100 companies, such as Nike, Hermès, Starbucks and Canon and focuses on analyzing brand 'Nike' symbolizing the goddess of victory. This study looks into the mythological origin of the 'Nike' brand. It extracts relevant key words of the 'Nike' brand using big data of portal sites, Twitter and blogs and analyzes the level of their relevance. This study classifies the success factors of the 'Nike' brand with the 'Great Repeatable Model' theory. As a result of this study, it is found that it is easy for a myth-motif brand to deliver a strong story. In addition, it has a business model of virtuous cycles, such as a brand using a logo, partnership with sportsmen, design and new materials and efficient supply chains in Asian countries. If a story of mythology matches up well with marketing, it has positive impacts, displaying synergy effects. This study would be an inquiry to understand the effects and responses in the Internet marketing in the future.
Key words: brand, mythological materials brand, brand marketing, brand effect relevance, brand relevance, relevant keyword, big data, portal site, Twitter, blog, SNS
1. Introduction
Companies need to create significant values of their own brands from big data. This study aims to inquire into how our brands are recognized by customers and what words are associated with the brands by extracting relevant key words with big data of portal sites, Twitter and blogs.
Preceding studies include: "Study on the Formation and Relationship of Ad and Brand Attitudes: An Experimental and Causal Analysis" [1]; "Extracting Dimensions of Consumer Satisfaction with Quality from Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation" [2]; and "Study of the Relevance between Acceptance of Extended Service of Brands and Use of Parent Brands" [3]. Like this, the preceding studies are limited to inquiries into consumers' reactions to brands and the stories of mythology.
This study attempts to inquire into how a brand with mythology as a motif is recognized by consumers and how it spreads. The subjects were limited to portal site users and SNS users to increase...